2010 American Mobile Consumer Report

Transcription

1 2010 American Mobile Consumer Report March 5, 2010 Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 2010 American Mobile Consumer Report Mobile phones have become an essential part of everyday life with nine in ten U.S. adults today using at least one mobile device. Experian Simmons provides marketers with the much needed insight into the rapidly evolving behaviors and attitudes of mobile consumers with the release of the Mobile Consumer segmentation solution and three new mobile psychographic scales. These new systems are available now with the release of the Fall 2009 National Consumer Study/National Hispanic Consumer Study. This week s Consumer Insights report examines American consumers usage of mobile phones including an in-depth analysis of the behaviors and attitudes of the five Mobile Consumer segments and three psychographic scales. This report also leverages Experian Simmons DataStream SM to illustrate ways to track weekly consumer trends and Experian Micromarketer Generation3 to geo-target mobile consumers. 2

3 Measure growth of the mobile market Fully 87% of all American adults now have mobile phones up from 69% in 2006, an increase of 26%. Adults under 50 are the most likely to be mobile users with 93% owning a mobile phone today. But even a vast majority (78%) of adults over 60 are now mobile. % of adults who own a mobile phone, by age 76% 77% 88% 93% 93% 86% 80% 76% 70% 76% 78% 86% 55% 60% 70% 78% < Source: Fall 2009, Fall 2008, Fall 2007, Fall 2006 National Consumer Study

4 Identify emerging uses of mobile technology Simmons New Media Study The most popular mobile function today aside from talking is taking pictures, which 70% of mobile phone owners do each month. is also common with 31% of mobile phone owners checking personal on their phone and 21% checking work . Nearly a third also go online from their phone allowing them to do things like check their Facebook status, download apps and watch videos. As smartphones and super phones find their way into more consumers hands, activities like these are certain to gain even greater traction. 70% Activities done on mobile phone last 30 days TAKEN PHOTOS PERSONAL 31% PLAYED GAMES 31% 31% 30% MAINTAINED CALENDAR ACCESSED THE INTERNET 23% DOWNLOADED RINGTONES LISTEN MUSIC/OTHER AUDIO 22% 21% 19% 14% 13% 11% 10% 9% 8% 8% BUSINESS TAKEN VIDEOS *Base: Adults who spent 1+ hour online past 7 days doing something other than Source: Spring 2009 New Media Study. ACCESSED GPS DOWNLOADED MUSIC DOWNLOADED APP ACCESSED SOCIAL MEDIA BANKING UPLOAD PICS TO SHARING SITE SHOPPED WATCHED DOWNLOADED VIDEO 6% 6% WATCHED STREAMING VIDEO 4

5 Measure mobile multi-tasking Simmons New Media Study When it comes to using mobile phones, fully half of cell phone users simultaneously engage with some other medium while on their mobile. TV is the most common media distraction with 21% of mobile phone owners watching TV while using the phone. % of mobile users who simultaneously Watched TV Listening to the radio Online (not ing) ing Text/Multimedia messaging Reading newspapers Reading magazines Using an MP3 player Playing video games on a console Instant Messaging Playing video games on a PC *Base: Online adults who used a cellular or mobile phone in the last 24 hours Source: Spring 2009 New Media Study. 21% 13% 12% 8% 5% 3% 3% 3% 2% 1% 1% 5

6 Segmentation of Mobile Consumers Through an extensive evaluation of the National Consumer Survey measures targeting the behaviors and attitudes that consumers have toward mobile phones, Experian Simmons uncovered five distinct segments of mobile consumers and three psychographic scales. The five Mobile Consumer segments now available include: Mobirati (19% of mobile phone owners) Social Connectors (22% of mobile phone owners) Pragmatic Adopters (22% of mobile phone owners) Mobile Professionals (17% of mobile phone owners) Basic Planners (20% of mobile phone owners) Descriptions of each segment are on the following slide. For more information about the Mobile Consumer segmentation click here. 6

7 Segmentation of Mobile Consumers Mobile phones help them keep up with their professional life in addition to their personal life. More likely to own a smart phone. Their phone has become their all-in-one device for all communication and information needs. Features are important and used. Mobile Professionals 17% 19% They represent the mobile generation having grown up with cell phones and can not imagine life without them. Cell phone devices are a central part of their everyday lives. Mobirati Basic Planners They are not into cell phones or the world of technology. Use cell phones just for the basics. The cell phone is just another communication device for these consumers. *Base: Adults cell phone owners Source: Fall 2009 NCS/NHCS 20% 22% Pragmatic Adopters 22% Cell phones came to being during their adult years. They are now learning that there are other things they can do with mobile phones beyond just saying Hello. Cell phones are more a part of their everyday life than ever before, but still more functional than entertaining to them. Social Connectors For them communication is central in their lives and cell phones allow them to keep up to date with friends and social events. The mobile device is the bridge to their social world. 7

8 Identify mobile attitudes by segment Top indexing statements related to mobile phones by Mobile Consumer segment. Index vs. all mobile phone owners in parenthesis. Mobirati Social Connectors Pragmatic Adopters Basic Planners Mobile Professionals I would be interested in a service that would let me use my cell to make purchases in a store (270) My friendships wouldn t be as close as they are without my cell phone (170) I only use my cell phone for basic calling rather than any other features (153) I only use my cell phone in case of emergencies (172) The extra features of my phone are more important than the traditional calling features (186) I am willing to accept ads sent to my phone if I received something in exchange (266) I use info from my phone to decide where to go or what to do in my free time (240) Texting is just as meaningful to me as an actual conversation with the person on the phone (161) My phone connects me to my social world (158) If quality of my service is disappointing, I ll switch to another provider as soon as I can (162) Once I find a cell phone service provider I like, I stick with them (121) Cell phone plans are confusing to me (131) I only use my cell phone for basic calling rather than any other features (127) I am more likely to switch service providers if they offer the latest technology (173) I use my cell phone in many different ways to get the information I need (167) *Base: Adult cell phone owners Source: Fall 2009 NCS/NHCS 8

9 Identify mobile preferences by segment Mobirati Social Connectors Pragmatic Adopters Basic Planners Mobile Professionals Typical Brands Owned Blackberry Sanyo Motorola Nokia iphone iphone LG Nokia Kyocera Blackberry Nextel Nextel Sanyo Nextel Palm Typical Plan Family Plan Family Plan Individual Plan Individual Plan Business Plan Typical Amount of Last Month s Bill $97 $105 $86 $76 $104 Typical Services International Dialing Unlimited Data Unlimited Voice Unlimited Voice International Dialing Mobile TV/ TV Subscription *Base: Adult cell phone owners Source: Fall 2009 NCS/NHCS Unlimited Text Mobile TV/ TV Subscription Unlimited Data Unlimited Text 9

10 Mobile Psychographic Scales In our extensive evaluation of the National Consumer Study measures targeting the behaviors and attitudes that consumers have toward mobile phones, Experian Simmons also revealed three psychographic scales measuring mobile consumers mindset on the following issues: Switching Propensity: This factor measures mobile consumers willingness to switch service providers for a variety of reasons including improved quality, plan selection or technology. Feature Focus: This factor measures the propensity of mobile consumers to place value on mobile features and technology versus traditional calling features. Traditional Use: Mobile consumers who score above average on this scale would prefer to use a landline phone over their mobile and also lean toward having only a basic calling plan. For more information about the Mobile Consumer segmentation click here. 10

11 Measure mobile consumers likelihood to switch Examining the Switching Propensity psychographic scale developed by Experian Simmons, we find that the Mobile Consumer segment Pragmatic Adopters switch service providers more than all other groups. They switched to their current provider for a better plan, but if the quality of service is disappointing, they will switch to a new provider as soon as they can. Switching Propensity scale: 200 Mobirati Social Connectors Pragmatic Adopters Basic Planners Mobile Professionals 150 Index *Base: Adults cell phone owners Source: Fall 2009 NCS/NHCS Above average Average Below average 11

12 Measure mobile consumers likelihood to switch Users can also examine the Switching Propensity scale by the service provider currently used. Boost Mobile, Alltel and Sprint Nextel users are more prone to switching service providers while Tracfone and Virgin Mobile users are unlikely to switch AT&T WIRELESS CELLULAR ONE T-MOBILE U.S. CELLULAR VIRGIN MOBILE Index ALLTEL BOOST MOBILE SPRINT NEXTEL TRACFONE VERIZON WIRELESS OTHER Above average *Base: Adults own cell phones Source: Fall 2009 NCS/NHCS Below average 12

13 Measure preference for Traditional Use of mobile Examining the Traditional Use psychographic scale by service provider currently used, Tracfone and Virgin Mobile users score above average for attitudes that include preferring to use a landline phone over mobile and subscribing to only a basic calling plan AT&T WIRELESS CELLULAR ONE T-MOBILE U.S. CELLULAR VIRGIN MOBILE 140 Index ALLTEL BOOST MOBILE SPRINT NEXTEL TRACFONE VERIZON WIRELESS OTHER Above average *Base: Adults own cell phones Source: Fall 2009 NCS/NHCS Below average 13

14 Measure Feature Focus of mobile consumers Boost Mobile, T-Mobile and Sprint Nextel users index above average on the Feature Focus psychographic scale indicating they value other features on their phones over the traditional calling features AT&T WIRELESS CELLULAR ONE T-MOBILE U.S. CELLULAR VIRGIN MOBILE Index ALLTEL BOOST MOBILE SPRINT NEXTEL TRACFONE VERIZON WIRELESS OTHER Above average *Base: Adults own cell phones Source: Fall 2009 NCS/NHCS Below average 14

15 Track weekly market trends Experian Simmons DataStream SM Experian Simmons DataStream provides nationally-representative updates of approximately 40,000 elements of consumer behavior and attitude every week allowing users to track market share of the leading mobile service providers week-by-week. Weekly market share of leading mobile service providers Verizon AT&T Sprint T-Mobile *Base: Own Cellular/Wireless Phone Source: Experian Simmons DataStream 4 week moving estimate 15

16 Examine billings by service provider Experian Simmons DataStream SM Experian Simmons DataStream also shows impact of real world events such as the release of the iphone 3GS in June 2008 which resulted in a clear increase in the share of AT&T customers spending $100-$299 per month on their phone bill. Amount spent on most recent phone bill among AT&T customers Less than $99 $100-$299 iphone 3GS release $300 or more *Base: AT&T Provider & Own Cell Phone Source: Experian Simmons DataStream 4 week moving estimate 16

17 Geo target mobile consumers Experian MMG3 Using Experian s Micromarketer Generation3 (MMG3), a sophisticated geographical analysis tool, we are able to locate U.S. ZIP codes in the Minneapolis-St. Paul-area with high concentrations of Social Connectors, for whom mobile phones are the bridge to friends and family. Source: Experian Micromarketer Generation3 using Experian Simmons Mosaic profile of Social Connectors 17

18 Geo target mobile consumers Experian MMG3 Experian MMG3 also provides a list of the top ZIP codes for high concentrations of Mobile Social Connectors including the total adult population and the number of Social Connectors in each ZIP code (EMS Count). 18

19 Thank You! For more information, please or call